Marketing Consulting Services – How to Authoritatively Position and Presell Your Expertise

If you currently offer consulting services or are thinking of adding consulting services to your offerings, one of the most important skills you need to master is how to strategically position and package your expertise in a way that can be promoted across multiple media and marketing channels.

This is easier said than done if your consulting area is not in the personal branding or marketing category. Here are a few tips that can help you systematically create a highly marketable package out of what you know and do so in a way that helps you convert more prospects and attract powerful strategic partners.

1. Systematize Your Expertise

By this I mean that you should translate your expertise into branded packages, products and programs that prospects find easier to understand and more accessible. While you may not always be able to get prospects to understand the detailed (or technical) aspects of what you do, they should be able to understand:

  • What their benefits will be
  • The philosophies that guide your practice
  • The process by which you deliver results
  • The difference between you and your competitors

You should work hard to provide your marketplace with resources that help them identify the difference between your philosophies, processes and practices and those of your competition.

2. Branding

While personal branding is a popular catch phrase in entrepreneurial circles, successful consultants and business coaches learn how to brand concepts, philosophies and approaches. In the arena of consulting where your “products” are intangibles, the importance of this skill can not be overstated.

In my consulting practice, we teach our clients how to apply the “4P strategic thinking framework” to the area of concept branding. Not only should you brand your concepts, you should also make sure to brand yourself by:

  • Developing a unique selling proposition (USP)
  • Compressing your USP into a memorable tag line
  • Assigning yourself a congruent personal tagline

3. Book Authorship

After you have developed your concepts, branded them and developed a unique selling proposition for yourself and an appropriate personal title, it’s time to get the word out about your concepts and the problems that you help solve.

One of the most powerful ways to do this is by authoring a book on your specialty area. A book is the best business card money can buy and can help you land lucrative speaking gigs, media publicity and the attention of valuable strategic partners.

You can learn how to properly pre-sell your services in books by reading the works of the most successful consultants like Dan Kennedy, Ram Charan, Jack Trout and Geoff Smart.

4. Assessment Tools

Developing assessment tools help you engage book readers beyond the purchase of your book. Your assessment tools could be located on a website to which members gain access when they register with their email addresses. You may also include other interactive and educational elements that deepen the connection between you and your prospects.

By carefully designing your assessment tools, you can virtually sell your consulting services and make sure that the people who call your office or organization already need and want your services. The Kolbe Index from Kathy Kolbe is a great example of a powerful assessment tool that pre-sells higher level consulting services.

5. Syndicate Your Content

If you are starting without a national audience or a high-profile platform from a previous career, you are going to need all the promotional help you can get. Content marketing online and off is a great way to spread the word about your expertise and your business.

Break up the areas of your expertise to address the problems that give your target prospects headaches. Share this content in ways that people like to receive information – especially online. Then syndicate your content through tools like social media websites, article marketing directories and even video screencasts on video sharing and syndication sites.

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